ADI Sneakers Have Biography? Record The Stan Smith Before And After Becoming Popular.

Stan Smith, not just a pair.

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Adidas Trifolium's iconic product, Stan Smith, recently had a biography of its own, "Stan Smith: someone thinks I'm a pair of shoes" (Stan Smith: Some People Think I 'm a).

Since the advent of Stan Smith in the early 70s of this century, these white shoe upper and green shoe tennis shoes have become Adidas's best selling and most representative products.

The new book, published by Rizzoli publishers, tells about the classics.

And Stan Smith (Stan Smith), the former world ranking first, second Tennis Grand Slam winner.

"My name can enjoy such a high reputation outside the sports world. This is really amazing.

Many young people may not know my career, but they like this pair of shoes.

My relationship with Adidas has brought me into another world and another cultural space. "

Stan Smith commented on his cooperation with Adidas.

Adidas's Stan Smith tennis shoes were first designed in 1963, when they were also called "Robert Haillet shoes", designed by Robert Elle, the tennis player of the Davis Cup in France.

In 1971, Horst Dassler, who was the head of Adidas, noticed the world top ranked male tennis player and American athlete Stan Smith (Stan Smith).

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In the process of trying to sign Smith, his agent proposed.

We need to name a product in Smith's name.

In the end, Adidas decided to rename "Robert Haillet" as "Stan Smith".

At first, Adidas printed Smith's head on the tongue, and the shoes still had the signature of alle.

By 1978, Stan Smith had completely replaced Robert Haillet.

The most classic Stan Smith shoes

Conrad Brenner, a sports media man, wrote in his book "remake Adidas": the unusual thing about Stan Smith tennis shoes is that there are no significant brand marks on them. Instead of the three stripes are three small pieces of shoes connected to each other on the sides of the shoes, almost invisible lines. Only after the shoes can you clearly see the Adidas clover logo.

This brand logo is ingeniously designed, and for those who are familiar with Adidas, some people are not Adidas products for a while.

The simple and refreshing appearance and the promotion of celebrity endorser stimulated the sale of Stan Smith.

In 1988, Stan Smith sold 22 million pairs worldwide.

The agreement between Stan Smith and Adidas is that "the initial naming rights cost is 5% of the 5 year sales, and the other versions of Stan Smith tennis shoes receive 3% of 10 years' sales."

With the popularity of Stan Smith, Smith has no worries for the rest of his life.

Coincidentally, Smith did not win any important awards since 1971. This also shows the importance of signing a good contract at the peak of sports stars.

Since then, Smith and brokers have renegotiated and renewed their contracts with Adidas every 10 years.

Sports journalist Richard Evans (Richard Evans) commented on the new book "Stan Smith: some people think I am a pair of shoes". He believes that the popularity of Stan Smith is closely related to Smith's charm.

This book contains a lot of Smith's personal stories and experiences, and also fits Stan Smith.

Development and evolution.

"It is a great honor to be able to cooperate with Stan Smith.

His greatness is far more than a tennis player. He not only has his own interpretation of sports culture and values, but also created legendary works with Adidas, which influenced people from different generations of different cultures and encouraged people to write their own stories.

Allegra Ohall, vice president of Adidas clover global brand communication (Alegra O'Hare), said in an interview with Forbes.

In twenty-first Century, the Stan Smith fever continued.

In 2008, 30 million pairs of shoes had been sold.

ShortList Magazine named Stan Smith one of the top 10 sneakers in history.

But gradually, Stan Smith began to rot.

This pair of beautiful and simple sneakers began to appear on various low end discount shelves.

At this point, Adidas decided to step on the brakes on the promotion strategy of Stan Smith.

In 2012, Adidas cleaned Stan Smith out of the market. By the middle of 2013, almost no Smith was available in the market.

Consumers who lost their valuable knowledge began to protest and called for Stan Smith to return to the arena.

In 2014, Adidas accelerates the development of Stan Smith.

The company first restricted the sale of the opinion leaders in the field of shoes, setting off a nostalgia for social media.

Subsequently, the brand immediately launched all kinds of Stan, Smith with different combinations, different materials and various colors to speed up the expansion of channels and product lines.

As of 2015, Stan Smith sold 8 million pairs, with a total sales of 50 million pairs.

Now, more than 50 years later, Stan Smith still sells well.

Under the hands of many famous designers and artists, this simple tennis shoe has become the artwork itself, and has produced numerous versions of different styles.

"It has an appearance of" forever classic ", so it has never been offline," said Weiden Patrick Nelson, former manager of Adidas classic product department. "The fans of Stan Smith tennis shoes are all because of its classic design, clear and concise lines, and the kind of design that is not represented by the Addie downer (Adidas founder).

Nowadays, many sports brands are competing to produce innovative products, but there is little demand for truly understanding the market demand.

The result is a lot of products that are too designed to meet consumer needs.